“When you go through the fire, you’re connected.” Actor Wendell Pierce – metaphorically – about his long-time friend Bradley Whitford reflecting on their early days as actors in Sunday’s CBS Sunday Morning profile.
More than likely, those reading this column have Angelenos in or around Los Angeles affected by the tragic wildfires raging across Southern California. In the blink of an eye, swatches of landscapes are transformed, homes are vaporized, and lives are upended.
There is no doubt that those affected will carry the loss for the balance of their years, and the assistance around them—from a neighbor or a transplanted complete stranger—will keep them connected for the foreseeable future. Whenever larger tragedies pop up – there will be more in the future – my mind goes to the power of time if there was more TIME to prevent or prepare for the fires.
Time is like vapor or rocket fuel. It burns quickly and is never replaced. Every moment in TIME is an irreplaceable moment. This makes time invaluable. The scarcity of time makes its significance more than wealth.
Time is non-partisan. You have the same 24 hours a day as your neighbor. How you choose to spend those hours is your decision – alone. When a tragic event like the West Coast fires occurs, I’m reminded of time and what I’ll do with it—today, tomorrow, and 2025.
And – this 1990’s Nike campaign.
Those who’ve visited my office(s) through the decades see this laminated picture across from the desk. The Barry Sanders Nike “Just Do It” marketing operation, showcased in the above black-and-white image of Sanders, encourages target readers to overcome fear and seize opportunities. Download and laminate your copy – HERE.
The text begins with, “Too often we are scared. Scared of what we might not be able to do…” and concludes with the Nike iconic “Just Do It” slogan.
The overwhelming #1 reason creatives – like you and me – bail on developing original content is – fear. Fear whispers doubts about our ideas, fearing criticism and harsh judgments – leading to becoming paralyzed and abandoning projects altogether. Let’s make 2025 the year we overcome – fear.
How about – for example – we boldly develop new formats.
When Canadian and CHUM Radio Group programmer Howard Kroeger pioneered JACK FM in the early 2000s, the criticism flowed like a landslide. ‘There’s no cohesiveness to the format, too many train wrecks, and no specific genres are represented (lack of ‘fit’).’ Not only was JACK FM a huge success, but the formula generated BOB FM and HANK FM.
We’ve been developing off-center music formats for decades, including – ‘Roadmaster’ – below. Styled with only the biggest hits from Rock and Country, the format features three separate genres outlined below with a combination of Southern Pop (Center), real Country Superstars (Country), and time-tested Rock Artists (Rock).
Here’s a Sample Hour:
- Tom Petty – Running Down a Dream
- Toby Keith – Beer For My Horses
- ZZ Top – Legs
- Marshall Tucker Band – Heard It In A Love Song
- John Mellencamp – Authority Song
- Keith Urban – Who Wouldn’t Want To Be Me
- Bob Seger – Hollywood Nights
- Johnny Cash – Rusty Cage
- Aerosmith – Walk This Way
- Florida Georgia Line – Cruise
- Bruce Springsteen – Glory Days
- Willie Nelson – Whiskey River
- Lynard Skynard – Sweet Home Alabama
- Brooks & Dunn – Red Dirt Road
One more – The Breeze
‘Neglected by radio’ music familiar to the 40+ female audience but is scarce on the radio dial. A combination of Traditional AC (Center), Well-selling Superstars (Hip) and Retro-Cool (Nostalgia) Artists.
Sample Hour
- James Taylor – Mexico
- Fleetwood Mac- Sara
- Louis Armstrong – What A Wonderful World
- Eagles – Peaceful, Easy Feeling
- Simon & Garfunkel – My Little Town
- Van Morrison – Have I Told You Lately
- Carly Simon – Nobody Does It Better
- Bobby Darin – Beyond The Sea
- Beach Boys – Good Vibrations
- Doobie Brothers – Minute By Minute
- Carol King – I Feel the Earth Move
- Jimmy Buffett – Come Monday
- Spandau Ballet – True
Feel free to steal, modify, and place on a vacant HD side channel. Need an assist – contact us. And – hear that format in action – HERE.
Just Do It – in 2025.
Enter a triathlon – write a book – bike across America. Or – start a Podcast.
When programming legend Buzz Knight was unceremoniously cast aside by corporate radio, he didn’t opt to watch from the sidelines. He started a podcast. Buzz Knight’s Takin’ a Walk podcast takes consumers of his audio on a ‘stroll.’ Having unscripted conversations with real people in media, music, and business with an outdoor ambiance.
Buzz is an incredible interviewer, and his episodes are framed like you are on a personal walk-and-talk with a friend. Oh – and ‘Takin’ A Walk’ is #6 on iTunes in the Music History category with a 4.9 out of 5 in reviews.
Time is running.
Just Do It.
“You have nothing to lose and everything – everything – everything to gain.”
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
